Hot drinks in Bulgaria had a challenging 2025, as soaring commodity prices for coffee and cocoa beans negatively impacted volume sales and triggered fierce price competition among coffee distributors. In retail value terms, sales remained in growth territory, driven primarily by an increase in average unit prices and a slight shift from on-trade to off-trade consumption.

In 2025, higher coffee prices in Bulgaria led to increased retail costs, limiting opportunities for premiumisation. While health, wellness, and indulgent options still attracted interest, only some segments, such as fresh ground coffee, benefited. Changes in technology and social habits made out-of-home coffee consumption more focused on efficiency, especially among younger people. Although sustainability remained relevant, consumers were less willing to pay extra, so the industry prioritised af

In 2025, tea in Bulgaria saw several notable trends. Local consumers became increasingly frustrated by rising prices, and this discontent was compounded by ongoing pressure on the costs of essential inputs, particularly commodities. Players in the category had to strike a difficult balance between profitability and customer satisfaction. Opportunities for premiumisation narrowed, as higher input costs made it harder to persuade consumers to pay more for premium products, despite their continued

Bulgarian consumers expressed frustration at rising prices in 2025, leading to volume decline for other hot drinks. The category faced major challenges in balancing these factors. The opportunity for premiumisation narrowed, as higher input costs led to price increases. Nevertheless, interest in wellness, indulgence, and experiential products

In Bulgaria, carbonates retail volume sales declined slightly in 2025 as health-conscious consumers increasingly favoured low- and no-sugar alternatives. Reduced sugar cola carbonates outpaced the wider category, supported by marketing and demand for familiar flavours with fewer calories. Further pressure on volumes is expected over the forecast period as per-capita consumption nears saturation and a proposed sugar tax on sweetened drinks threatens both retail and foodservice sales, despite supp

In Bulgaria, concentrates retail volume sales declined again in 2025 as many households switched to ready-to-drink soft drinks. Health concerns over high sugar and artificial sweeteners, alongside strong promotion of juices, carbonates, energy drinks and bottled water, accelerated this shift. Liquid concentrates performed better than powder formats but still fell in volume terms, despite easier preparation and broader flavour ranges. Looking ahead, volumes are expected to keep contracting, while

In Bulgaria, RTD coffee retail volume sales rose in 2025 as busy consumers opted for convenient chilled coffee available across supermarkets and forecourt retailers. Growth was driven mainly by sweetened milk-based coffees and new higher-caffeine launches, although price sensitivity forced frequent promotions to sustain demand. Over the forecast period, both volume and value are expected to increase, led by younger urban consumers and by continued investment in marketing and cold-shelf visibilit

In Bulgaria, bottled water continued to grow in retail volume terms in 2025, remaining the largest soft drinks category. Demand was supported by droughts, hot summers and a shift from foodservice to retail after the VAT rate on on-trade sales increased to 20%. Functional bottled water was the most dynamic segment, helped by hydration needs and frequent price promotions. Further growth is expected over the forecast period, although high saturation and competition from more premium soft drinks wil

Soft drinks volume sales in Bulgaria rose 2025, supported by consecutive hot summers, tourism and the dominance of bottled water in retail. Cost-conscious consumers increasingly focus on promotions, larger pack sizes and private label, yet energy drinks and functional propositions, including sports drinks and enhanced bottled water, record the fastest growth. A planned sugar tax on sweetened beverages over the forecast period is expected to curb volumes in carbonates and flavoured bottled water,

RTD tea retail volume sales in Bulgaria increased in 2025, supported by warm weather and health trends. Growth is led by still RTD tea, especially reduced-sugar variants, as consumers seek low-sugar alternatives to carbonates and flavoured bottled water. Over the forecast period, volumes are set to keep rising, driven by no-added-sugar, organic and functional propositions, although competition from energy drinks and flavoured bottled water will limit gains. A potential sugar tax would accelerate

In Bulgaria, juice retail volume sales increased in 2025 and are expected to continue rising over the forecast period, supported by favourable weather, growing health awareness and a shift from foodservice to retail following the VAT increase on restaurant sales. Coconut and other plant waters was the most dynamic segment from a small base, benefiting from interest in exotic flavours, broader assortments and price promotions, although higher prices keeps the segment niche. Functional and natural

In Bulgaria, energy drinks retail volume sales increased in 2025, supported by busy lifestyles, nightlife and a growing tourism sector, while higher VAT in foodservice made retail purchases relatively more attractive. Reduced sugar was the most dynamic segment, as health-conscious consumers sought an energy boost with fewer calories. Retail volumes are expected to keep growing over the forecast period, with premiumisation, brand-building and digital campaigns helping offset competition from func

In Bulgaria, sports drinks retail volume sales increased in 2025, although the category remains relatively small. Growth was supported by rising participation in running and fitness, stronger focus on hydration and functional benefits, and the premium positioning of sports drinks, even as functional bottled water emerged as a key rival. The category is set for robust future expansion, driven by health and wellness trends, premiumisation, influencer partnerships and continued investment in market

Baked goods in Bulgaria is recording rising value sales in 2025, primarily due to retail price increases and changing consumer habits. Frozen baked goods stands out as the fastest-growing subcategory, supported by affordability and convenience. Health trends continue to drive innovation, with sourdough and protein-enriched bread gaining ground. Retail expansion, e-commerce development and convenience store growth are reshaping distribution dynamics. Over the forecast period, rising costs and evo

Breakfast cereals in Bulgaria is achieving steady value and volume growth in 2025, driven by consumer demand for quick, nutritious meals. Children’s breakfast cereals leads growth in value terms due to higher unit prices and continued marketing investment. Health trends remain central, supporting launches in high-protein, reduced-sugar and organic formulations. The expanding footprint of discounter and convenience store formats, along with e-commerce development, is further increasing accessibil

Rice, pasta and noodles in Bulgaria is maintaining positive value growth in 2025, supported by steady consumption and stable pricing. Noodles remains the fastest-growing subcategory, while pasta benefits from its widespread appeal and evolving health profile. Suico retains leadership through its Krina brand, as smaller competitors and private label ranges add diversity. Supermarkets remains the leading channel, with e-commerce and discounters expanding rapidly. Over the forecast period, innovati

Processed fruit and vegetables in Bulgaria is maintaining steady value growth in 2025, supported by higher prices and rising demand for convenient, healthy meal options. Frozen products continue to outperform, while sustainability and organic farming trends shape product development. Valbe-S-Stamenov leads the category, while Suico and Alta Bulgaria are expanding shelf-stable offerings. Supermarkets and hypermarkets remain the key distribution channels, with e-commerce and discounters providing

Staple foods in Bulgaria is recording rising value sales in 2025, largely due to retail price increases linked to higher wages and energy costs. Consumers are becoming more selective, prioritising promotions and turning increasingly to private label products that combine affordability with quality. Health consciousness and convenience continue to influence purchasing behaviour, boosting demand for preservative-free, organic and ready-to-eat options. Retailers are strengthening their small-format

Processed meat, seafood and alternatives in Bulgaria is posting modest value growth in 2025, supported by higher prices and rising demand for substitutes. While consumption of traditional processed meat is softening, plant-based innovation and cleaner formulations are broadening appeal. Bella Bulgaria retains category leadership, while niche players like Rocket Food and Topas add dynamism in premium segments. Supermarkets remains the leading distribution channel, with e-commerce and discounters

In 2025, sauces, dips, and condiments in Bulgaria recorded strong retail value growth, driven mainly by price inflation rather than increased volume. Dips, particularly traditional Bulgarian ljutenica, was the most dynamic category, supported by growing interest in both regional and global flavours. Leading players included Konsul OOD, Kotányi GmbH, and private labels from Kaufland and Lidl, while Bio Bulgaria OOD stood out in organic tomato pastes and purées and sauces. Retail channels saw shi

Value sales of edible oil rose in Bulgaria in 2025, driven mainly by strong demand for sunflower oil. Olive oil volume sales recovered after two years of decline, supported by improved harvests and more stable prices, making it the fastest-growing category. Modern retail channels, especially hypermarkets and supermarkets, maintained their lead in edible oil distribution by offering broad product range and competitive pricing, while expanding into smaller cities.

In 2025, value sales of sweet spreads in Bulgaria were driven by the polarising trends health and indulgence. Honey and nut and seed-based spreads were the most dynamic categories, boosted by their natural, functional benefits, while concerns over honey authenticity prompted consumers to seek verified, high-quality local products. Chocolate spreads maintained strong growth thanks to its widespread appeal, brand loyalty, and affordability amid rising chocolate prices. The rise of e-commerce, stri

In 2025, cooking ingredients and meals recorded solid retail value growth in Bulgaria, driven by rising wages, increased home cooking, and the rising demand for convenience. However, consumers became more price-sensitive, turning to private label products and discounters like Lidl, while retail e-commerce, led by eBag.bg, grew rapidly but remained small overall. Health and convenience trends further shaped growth, fuelling demand for organic and clean-label products, as well as chilled ready mea

In 2025, sales of meals and soups in Bulgaria increased due to a growing demand for convenient options such as chilled ready meals, prepared salads, and pizza. This trend was further supported by rising disposable incomes. Chilled ready meals led growth due to convenience and a perception of being healthier, with expanding variety including private label products and exotic cuisines. Hypermarkets led distribution channels, though retail e-commerce experienced rapid growth despite competition fro